V2I11P25

An Analytical Study of Social Media Marketing’s Impact on the Purchase Behaviour of Healthcare Product Consumers in Chengalpattu District

Mr. R. Lenin^1*, Dr. P. Manivannan²

Abstract

This study investigates the impact of Social Media Marketing (SMM) on the purchasing behaviour of healthcare product consumers in Chengalpattu District, Tamil Nadu. Due to the swift digital revolution and growing dependence on online health information, social media platforms have become potent marketing instruments. This study seeks to examine the impact of information credibility, promotional material, peer influence, and the convenience of online purchases on customer decision-making. Primary data were obtained from 240 respondents via a structured questionnaire employing a random selection technique. Descriptive statistics, Chi-square testing, Factor Analysis, and Regression Analysis were employed to evaluate the data. The results indicated that trust and legitimacy, content quality, and perceived usefulness of social media marketing greatly affect customers’ purchase intentions. The research indicates that marketers ought to prioritise cultivating authenticity, transparency, and instructive material to bolster customer trust in healthcare items advertised via social media. Consequently, marketers must prioritise establishing trust-based relationships with consumers by employing transparent, informative, and ethical marketing tactics. Enhancing content credibility can not only boost sales but also safeguard customer welfare in the healthcare industry.

Keywords:

Social Media Marketing, Purchasing Behaviour, Healthcare Products, Consumer Trust and Digital Marketing